Public Relations
In my Director of Marketing roles, I have also held responsibility for PR – including every day blocking and tackling, pro-active press, creative PR campaigns, activations and events – including trade and press famils.
- Overall PR strategy.
- Identifying pro-active opportunities for PR and positive Brand stories.
- Developed Research Briefs to use Consumer Insights and Statistics to garner news.
- Press release writing and Reactive & Pro-active press statements.
- Crisis Management and developed recovery strategies post crisis.
- Worked with Legal Counsel and Overseas offices on complex issues.
- Managed press events and multi-day famils on cruises.
- Media trained and represented as Brand Spokesperson.
- Lead Client for PR Agency.
To compliment this work, I have also led.
- Strategy and creative development for Carnival’s Post Pandemic Brand Campaign.
- Customer Engagement plan during Carnival Cruise Line operational ship pause.
- Creation of the ‘Have Fun. Be Safe’ sub-brand for Covid protocols.
- Creation of Facial Recognition branding – to encourage adoption of ‘hands-free’ safer experiences at port and on ship.
I have launched new ships to the U.S and Australia, hosted the highest speed dating in the world (brand partnership for RSVP Dating and Jetstar airline), worked with comedians (The People’s Cruise with Hamish & Andy), dining and restaurant launches with world’s leading Chef’s ( Guy Fieri and Robert Earl’s Flavortown) and created activations that have lit up Sydney harbour and gained the attention of international news media.
Proactively designed reports and worked with agencies to create primary research – e.g. The Date of the Nation for RSVP, The Happiness Report at Carnival – to drive positive brand impressions, in the absence of new product news.
I have also used PR and Social to create earned media to support retail promotions, including the award winning Honeyboomers™ which won PR Asia, Campaign of the Year in 2018.
I have been the lead client for the PR agency – involved in pitches, contracts and overall team management – even lunchtime lessons (The Top 10 things that Annoy Your Client) for their teams.
Media Trained
I have been Media Trained at Shell UK and RSVP dating (Fairfax Digital). At RSVP, I was the lead spokesperson for RSVP, Australia’s leading online dating brand. I gained experience in live and pre-recorded interviews for press, radio and television, for what could often be a complex topic to navigate.
Crisis Management
During my time working in the cruise and online dating industry, I became adept at operating nimbly and smartly in a crisis.
From the ‘heat of the moment’ communications to creating plans that rebuild business, after Crisis events.
Dealing with the fall-out from mass brawls on board ships, virus, serious weather incidents, man over boards and of course Covid 19.
With online dating – fraud, incidents on dates, predators etc.
For both companies I led the Media Relations and Social Media response, with guidance from our PR agency, legal counsel, and other brand offices.
2015: Giant Spider takes a ride on a ship for Halloween, Carnival Cruise Line, Australia. Credit James Morgan Photography
2016: Waterskiing witches seen following Carnival ship, off Sydney harbour. Credit James Morgan Photography.
2016: Carnival Cruise Line hosts 'The People's Cruise with Hamish & Andy" - earned media partnership.
